“Most people don’t know the connection between umami and MSG. They know about it from the fifth taste, and the fifth taste was always called umami and not MSG,” Fleischman explains. “We didn’t feel that using MSG was creative enough. We wanted to do it ourselves. By doing it ourselves, we could create a flavor that was umami without the stigma of MSG. MSG, whether you like it or not, has been marketed so poorly, it sounds like this horrible thing.”
By harnessing natural glutamates for their burgers, Umami Burger avoids negative connotations associated with MSG. But the “natural” glutamates in an Umami Burger aren’t chemically any different from glutamates in MSG.